(Raleigh, NC, November 11, 2015)—Faith Driven Consumer™ (FDC)—representing 41 million consumers who spend $2 trillion annually, has earned wide recognition for the launch of its groundbreaking Faith Equality Index (FEI), which rates more than 330 major brands on compatibility with Faith Driven Consumers. Armed with an easy tool for choosing where to shop, the group is now focusing its efforts on mobilizing the FDC community—-a market segment that has $30 billion to spend this Christmas season—in a national #ChristmasBUYcott.

Yesterday, as part of its #ChristmasBUYcott campaign, founder Chris Stone publicly called on Faith Driven Consumers to choose brands that rate highest on the 2016 Faith Equality Index. Now, Dunkin’ Donuts has answered with its Christmas-themed “Joy” cups clearly establishing an advantage over Starbucks.

Chris Stone, founder of Faith Driven Consumer and Certified Brand Strategist, has issued the following statement:

“Brands are in a race to attract consumers and earn their business this Christmas. Starbucks and Dunkin’ Donuts are both free to design their cups and express their values as they see fit. By creating cups that specifically message the Joy of the Christmas Season—in sharp contrast to Starbucks’ ‘blank canvas’—Dunkin’ Donuts has specifically welcomed Faith Driven Consumers, and all Americans who love Christmas. The BUYcott is working—do business with brands that embrace and celebrate you, and those businesses will respond. We congratulate Dunkin’ Donuts for their decision and will loudly encourage our community to reward them.”

According to American Insights, 77% of Faith Driven Consumers will switch brands in order to buy from a more faith compatible company, and 70% are actively looking for brands that specifically welcome them as Christians.

Faith Driven Consumer (FDC) is working to achieve marketplace and workplace equality for 41 million consumers who spend two trillion dollars annually. FDC envisions a world where inclusion is extended with parity to people of faith, who have the right to be celebrated as an essential color in the American rainbow of diversity.